We have landed from Inbound Marketing's most important annual event, Inbound19. Now, jet lag free and having sorted out all the ideas, we are ready to share our concentrated experience over four days at the Convention & Exhibition Center in Boston.
Beyond the big names that filled the main stage, this event brings together inbounders from around the world to soak up the technology landscape and the new trends emerging from the Inbound methodology to create great customer experiences. Along with sales and marketing professionals and business and agency owners, on September 3, 4, 5 and 6, we attended brilliant sessions, discussed the future of the industry and learned about HubSpot's product advancements and updates.
' %}want to find out a little more about the sessions we attended? The nooks and crannies that mark the new developments in the Inbound Marketing path? Join us as we take a closer look at this methodology directly from the mouths of professionals in the sector with a short recap of the following eight sessions:
How to grow (your organic traffic) better
How to grow (your organic traffic) better
(Victor Pan and Braden Becker - HubSpot)
El tráfico orgánico es muy volátil, es fácil ganarlo y perderlo muy rápido. Para mantenerlo o mejorarlo es necesario estar donde el usuario nos necesita, empatizar con la audiencia. Para ello, resulta importante conocer de dónde proviene el tráfico actual y estar en constante búsqueda de nuevas tendencias del sector. Sin embargo, no solo hay que tener en cuenta lo último del mercado, también debemos pararnos y reflexionar sobre el contenido generado anteriormente. Como dato, el 89% del tráfico orgánico mensual de HubSpot proviene de contenido con una antigüedad de seis meses en adelante. Por consecuencia, las empresas deben estar un constante proceso de optimización histórica. Es decir, deben reoptimizar el contenido antiguo para el SEO y la relevancia actual. Si el tráfico de un contenido de un mes a otro cae en un 5%, esa pieza debe ser revisada y optimizada, ya sea para mejorar la experiencia del usuario o para facilitar el trabajo a la araña de Google.
500 apps to grow your business: a grand tour of HubSpot's platform ecosystem
500 apps to grow your business: a grand tourof HubSpot'splatformecosystem
(Scott Brinker - VP, Platform Ecosystem)
HubSpot has more than 150 apps that have integrated their specialties with the platform. During this session, Scott Brinker shared with the audience this wide and varied range of apps. Did you know that many of them can make your day-to-day tasks easier? Aspects such as internal and external communication, social media management, content planning or dashboard creation can be optimised with tools like Slack, Aircall, Sakari, Oktopost, SnapApp or Databox. And all of them can be integrated with HubSpot! Isn't it great?
How to write newsletters people actually want to read
Howtowrite a newsletterpeople actually wantto read
(Margo Aaron - Founder, That Seems Important)
A todos los marketeros y marketeras nos ha pasado alguna vez: hay un cliente con un servicio técnico, ¿cómo dirijo este mail promocional? ¿Estoy usando un tono demasiado serio? Pero… tampoco puedo dejar la formalidad de lado. Margo Aaron lo tiene claro, no hay que caer en dirigirte a las masas. Construye la newsletter de humano a humano, de tú a tú sin perder el tono marcado por la empresa o por tu misma agencia. ¿Y el remitente? ¿Pongo el nombre de marca o lo humanizo como si lo enviara un empleado? Siempre da más confianza y genera más intimidad entre empresa – cliente/prospecto presentarte como una persona. ¿Sobre la longitud? Lo necesario para contar lo que se quiere decir de manera clara y sin aburrir. ¿Mucho texto? Las listas y la separación de párrafos te pueden ayudar a hacer del correo un contenido más ameno y mantener la atención de tus destinatarios hasta el final.
Build a content-analytics feedback loop to maximize lead generation & close more deals
Build acontent-analyticsfeedback loop to maximize lead generation & close moredeals
(Clarice Lin - Content Analytics Expert, BaselineLabs)
A maxim for Clarice Lin is that "when performance is measured, performance improves". But what does that process look like? First, you have to set quantifiable goals, in numbers. Then you track all those processes and run them through the power of analytics. Once the data is analysed it is time to act. See what has worked and what can be improved, evaluating the results and giving feedback on each action taken to start the process all over again and continue to optimise the feedback loop between content and analytics.
From theory to practice: 10 lessons from implementing HubSpot's flywheel
From theory to practice: 10 lessons from implementing HubSpot's flywheel
(Jon Dick - VP, Marketing, HubSpot)
The shift that was communicated last Inbound 2018 from funnel to flywheel has transformed the way businesses operate. Jon Dick shared 10 tips for making that shift and tactics that can be implemented to keep the flywheel frictionless and keep it spinning:
How to become a thought leader on LinkedIn
How to become a thought leader on LinkedIn
(Ty Heath - Global Leader, The B2B Institute, LinkedIn)
Digital platforms provide the ability to proactively interact and express different points of view. LinkedIn is the world's largest professional social network, where relevant conversations take place that can make a person a thought leader in their industry. For Ty Heath, a profile with this ability can increase team or community engagement, boost a company's marketing and recruitment processes or generate sales. What does it take to become a thought leader? Build a simple structure, provide different points of view to keep your profile interesting, distinguish yourself in the community, replicate the format of valuable content, become an industry expert, and finally, and most importantly, remain authentic to yourself.
Do this, not that! 20 best practices for email marketing campaigns that drive customer engagement
do this, not that! 20 best practices for email marketing campaigns that drive customer engagement
(Jay Schwedelson - President and CEO, Worldata)
Jay Schwedelson shared interesting ideas to keep in mind when preparing email marketing campaigns. From his point of view, the secret of a good email lies in its relevance. Once the email is relevant, we have to focus on engaging people with our brand. Want to become an expert in email subject lines? Check out the following points:
YouTube video marketing: content strategy for discovery and conversion
YouTube video marketing: content strategy for discovery and conversion
(Roberto Blake - Founder, Create Awesome Media)
YouTube has positioned itself as the most powerful online video tool and Roberto Blake shared 10 steps to make the most of it:
This online video guru didn't stop there, in a 50-minute session, he went further and sent us a personalised message once the event was over.
Between sessions, a number of familiar faces strolled the aisles of the Convention & Exhibition Center. The names below will probably ring a bell, but beyond the surface, these people, with backgrounds from different disciplines, had something to say, themes to develop in depth and ideas to share to inspire the audience with a view to the future.
Other notable people who filled the main stage were Jason Blum (award-winning producer), Rachel Botsman (writer), Sharah Harden (CEO of Hello Sunshine) or Janelle Monáe (actress and singer), among others. As you can see, the main stage of Inbound19 was not only a place to learn from business leaders, but also a space to raise your head, look ahead, and think about relevant aspects of life, outside the more business-oriented day-to-day. A maxim? BE HUMAN.
During Partner Day at Inbound 2019, HubSpot announced some updates to transform their Partner Program. If you're not too familiar with HubSpot, the previous plans included: Free, Starter, Professional and Enterprise. However, in order to create a business model that promotes growth and makes it easier for agencies to adjust to HubSpot, they have planned to change the tier structure and recalibrate their goals. How?
HubSpot is also working to distribute commissions differently to partners when selling new product lines to existing HubSpot customers. Until now, no commissions were received for cross-selling, depending on the origin of each customer.
And how can HubSpot ensure that each customer is treated by a partner tailored to their needs? By giving them the opportunity to demonstrate their expertise with specialised credentials, HubSpot is launching the Advanced Implementation Certification, which allows partners who specialise in CRM implementation, software integration and migration to earn a credential beyond the standards previously set.
want to know more about other HubSpot innovations presented at Inbound 2019? Ana Isabel Sordo from HubSpot tells us: from improvements in social networks, to the native creation of ads for leads, to new workflow folders and much more!
There is no excuse for not putting the customer at the centre of all processes. We no longer talk about B2C or B2B. Successful new business models focus on "person-to-person", from me to you and from you to me. The main goal? To reduce friction in the customer experience so that the flywheel keeps turning. In this way, customers can enjoy better processes and strengthen their trust in our brand, thus becoming our own promoters.
In short... We have experienced four days full of a special essence that we cannot convey in as many words as we would like, but that we will try to transform into progress to help our customers grow better.